Conversion Funnel Analysis is the process of analyzing your conversion paths and identifying areas for improvement. Funnels are a great way to break down the complex user journey into manageable sections that can be easily tested and optimized.

For example, if your goal is to increase sales of a new product, then the top-middle-bottom funnel is a common model to follow: attracting potential customers, inspiring interest, converting leads into buyers, and building loyalty for repeat business. You can then optimize each step of this funnel to make it more effective.

Conversion Funnel Analysis: Understand & Optimize the Customer Journey

This can include examining key funnel metrics such as the percentage of users who click on a product image, visit a product page, add an item to cart, and then complete a purchase (Awareness). The average time spent on each step of the funnel is also important to consider, as well as the number of visitors who reach a given funnel stage.

Another critical aspect of conversion funnel analysis is to consider the user journey itself, which can be very different from one user to the next. For example, customer A may discover your brand via a banner ad, then visit your website and read your blog. Customer B may see your cookbook in a bookshop, then buy it and cook the recipes at home.

Using the data from your conversion funnels to inform your product decisions can be a game changer for your business. Whether you need to tweak the onboarding process, run perfectly-timed re-engagement campaigns, or improve the performance of your personal details form, funnel analysis can reveal the insights you need to grow your business.…

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